Supplier BulletinMay 07, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
TechnologyNov 11, 2014
The specialty retailer with the highest ‘Digital IQ’
A new study shows that among specialty jewelers, Zales does it best when it comes to digital while other retailers suffer from a lack of omnichannel integration.
New York--In the most recent study of specialty retailers by think tank L2, Zales was the only jeweler listed as being “gifted” when it comes to digital.
The others--including Tiffany & Co., which has ranked highly in past L2 studies--fell into the “average” or “challenged” category because of their lack of omnichannel integration.
L2’s “Digital IQ Index: Specialty Retail” report tested the “digital competence” of 82 specialty retail brands in the U.S. market to find strengths and weaknesses, including a number of retail jewelers, then assigned them a digital IQ that landed them in categories ranging from “genius” to “feeble.”
The study examined the brands’ website and e-commerce, digital marketing, social media and mobile presence.
L2 found that while brands continue to invest in their e-commerce businesses, much less focus is being put on omnichannel retailing, which refers to providing a seamless approach for consumers across all available shopping platforms including mobile, digital and brick-and-mortar.
Overall, watches and jewelry as a single category continues to lag behind other sectors in their average digital IQ due to a lack of integration between digital and traditional retail channels. L2 made this same observation in another recent study that included a number of jewelry sellers.
The specialty jewelers that ranked in L2’s “average” category that could stand to improve on their digital presence are Kay Jewelers (Zales is now owned by the same parent company as Kay, Signet Jewelers Ltd.), Tiffany, Swatch, Fossil, Swarovski and Alex and Ani.
Tourneau and Cartier, meanwhile, were classified as “challenged” when it comes to their digital presence.
The only brand among all 82 retailers examined that fell into the highest category, “genius,” was cosmetics and beauty chain Sephora.
Here’s what Sephora does right.
The brand’s product pages provide the ability to filter customer ratings and reviews by attribute, engage in product Q&A, explore brand-specific boutiques, and access tutorial videos. Additionally, its mobile site provides instant access to users’ Beauty Insider account, the Sephora loyalty program, purchase history, and their “Loves” wish list.
Since nearly 43 percent of retail web traffic will come from mobile devices this holiday season, according to L2, it’s increasingly important for retailers to focus on their digital presence.
To do this, top brands are investing in web features such as product reviews and ratings, omnichannel integration that allows shoppers to pick up in store or check a store’s inventory,
and free shipping, with many setting shipping thresholds to incentivize larger shopping baskets in exchange for free shipping.
Retailers also maintained a high commitment to social media in 2014, according to L2, achieving a near-ubiquitous brand platform across every platform except for Tumblr, which is generally reserved for lifestyle-building content.
Tablets, meanwhile, remain an industry-wide weakness for retailers.
Most rely on their desktop sites to power the tablet experience, without adapting to the different size or for touch input. Less than half of brands use large-format menus and buttons to cater to the tablet user, and less than 40 percent of checkout experiences consolidate all steps to a single page.
More information about the study and its findings can be found on L2’s website.
More on Technology
The Latest
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
Weekly QuizMay 01, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
CollectionsApr 30, 2025
Tiffany & Co. Goes Deep-Sea Diving in New Blue BookThe “Sea of Wonder” collection features pieces inspired by the ocean, from its waves to flora and creatures like urchins and sea turtles.
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From AuctionThe 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 YearsG.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.
ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.
